Eolo Toys has outlined the ‘huge expectations’ it has for its new cross-media IP, Fartists Club as launches the brand’s toys, webisodes and app content in the UK this month.

The firm has initiated a global campaign to bring the Fartists Club to the European, US and Canadian kidult markets across multiple platforms, digital partnerships and influencer content creation.

Bringing together online webisodes, app content and interactive toys, Fartists Club is the newest gross-out collectable concept to hit stores across the UK this month. It brings with it a line-up of gross characters each with the a strong background story and ability to pass gas at the pull of a finger.

Farty Flip, Windy Wendy, Munchy Max and Ripping Randy make up the Fartists Club, the protagonists of a barrage of app content and webisodes as well as a toy line hitting shelves this summer.

Kidults can download th free Fartist Club app featuring DJ Fart, where kids can scan Fartist Club codes on pack to unlock music tracks and sound effects. The app allows children to explore each character who has their own custom selection of music and sound effects.

They can create personalised fart soundtracks by mixing a base track with a combination of farting sound effects via a ‘scratch’ and interactive fart mixing deck, then record your beat and upload to the Fartist Club fart league table.

To support the launch this season, Eolo Toys has enlisted the help of PR agency, Norton PR.

“We are now at a stage where our Fart-tastic line is hitting stores in the UK with equally massive support in Europe, US and Canada,” said Alex Prieto, director of fun at Eolo Toys.

“We have huge expectations for Fartist Club and have brought in the experts at Norton PR to ensure we are hitting the increasingly lucrative kidult market through digital partnerships and influencer content creation.”

Emma Arthur, PR director at Norton PR, added: “The theme and back story to Fartist Club enables us to work with incredibly high quality content and graphics in order to generate awareness around the toy range supporting activation at retail.

“With kids currently absorbing and responding to digital platforms like never before, Fartist Club is in a unique position to appeal to that demographic across multiple comms platforms.”

Beano for Brands will aim to solve client briefs using kids’ insight and market testing gleaned from qualitative and online research, content creation and brand partnerships. It will span the Beano portfolio.